2013 Mobile Marketing Association Webinar: How CMOs can Succeed with Mobile
How CMOs Can Succeed With Mobile MarketingFebruary 12, 2013MMA Webinar Series Sponsored by:
Why should CMOs care aboutmobile?Simply put, it’s huge.Smartphones and tablets now make uproughly 10%-20% of visits to the average.com website.The pressure is on for CMOs tounderstand mobile and make wiseinvestments.
What should they do about it?The key to success lies in understandingyour customers and how they use mobileacross every phase of the customerjourney.Today, we’ll discuss the benefits of astrategic approach to mobile and keytactics to bring your strategy to fruition.
Agenda• The 2013 Mobile Landscape• What CMOs need to know about mobile strategy• What CMOs need to know about mobile tactics
Today’s Speakers Noah Elkin Principal Analyst eMarketer email@example.com @noahelkin Moderator Rachel Pasqua Michael Becker VP, Mobile Managing Director, North America iCrossing, a Hearst Company Mobile Marketing Association firstname.lastname@example.org email@example.com @rachelpasqua @mobiledirect Buy online at http://amzn.to/Tx5jVg
Q&A Don’t forget to Tweet about this session using hashtags: #MMAWeb and #CMOMobile
The 2013 Mobile Landscape:Consumers Take Control
What’s at stake here: Your audienceMobile is the latest stage in the evolution of media.Smart devices have revolutionized not only how we communicate,socialize, stay informed and entertain ourselves, but also how muchand how often.50s 60s 70s 80s 90s 00s 10s
Mobile occupies more of our timethan ever • Time spent with mobile is growing at 14 times the rate of the desktop web • Mobile and desktop could potentially achieve parity within a few years at the current trajectory
Time spent is not the only way tomeasure the shift toward mobile • In markets with high smart device penetration such as North America, mobile’s share of web traffic is approaching 30%
Internet access is increasinglymobile–everywhere in the world Mobile Internet as a % of Internet Users100%80%60%40%20% 0% Middle East North Latin APAC E. Europe W. Europe Worldwide & Africa America America 2012 90% 75% 50% 45% 41% 39% 63% 2013 93% 82% 58% 57% 53% 49% 71% 2014 95% 87% 64% 70% 65% 59% 78% 2015 95% 90% 70% 79% 78% 69% 84% 2016 96% 93% 75% 86% 88% 77% 88% Source: eMarketer, April 2012
Digital commerce is undergoing a similar shift• By 2016, tablets will account for 70% of mcommerce sales
The smartphone-equipped, socially-connected shopper is here to stay• Showrooming gained momentum in 2012; don’t expect the tide to turn in 2013.
But it’s not just about shopping… Mobile plays a role throughout every step of the customer journey.
There’s a mobile aspect to everythingcustomers do—so there’s a mobileaspect to everything you do as abrand Searches Google on her iPhone for a Awareness store location. Views the store’s mobile website to get info on the Engagement product she is considering. Looks for a better deal using the Consideration Amazon and eBay apps. Reads a mobile- optimized email alerting her to an insider-only sale and Scans a QR code on heads back to the the product package Conversion store for an instant rebate Loyalty & Advocacy
A few examples… So what does a mobile strategy look like in action?
Mobile strategy uses tactics toimprove the human experience. People first, technology last.
…it focuses on solving consumerneeds AND brand goals… Accessible and relevant at key decision-making moments.
…and it connects the dots betweenthe digital and physical worlds. E-commerce becomes ―everywhere commerce‖
Question #1 What are your goals for using mobile in 2013? (Choose all that apply) a) Brand awareness b) Product or service marketing/advertising c) CRM d) Loyalty & advocacy e) Sales
Mobile is a complex, constantlyevolving landscape
But it’s not about mobile devices……it’s about connecting with people.In the right place. At the right time. With the rightcontent. Through the right interface……whether it be a smartphone, a tablet, a kiosk, or amultitude of connected devices, objects, and locations.About user experiences that connect the dots across allthe touch points in your customer’s unique journey.Multiple channels. Multiple devices. Multiple locations.One connected conversation.
Strategy should always come beforetactics—especially when exploringunfamiliar territory.strat·e·gy /ˈstratəjē/Noun1.) A plan of action or policy designed to achieve a major or overall aim.2.) The art of planning and directing military operations and movements in a war or battle. Tactic Strategy e.g. a multimedia, cross-platform set of usere.g. an iPad application experiences designed to enhance key CRM activities like account management, loyalty programs and support
The challenge is to strategize the righttactics for the context at hand. AWARENESS • Mobile web • Mobile search and advertising • SoLoMo ENGAGEMENT • Mobile web • Mobile search and advertising • QR, Augmented Reality, SMS CONSIDERATION • Mobile web • Mobile apps • QR & SMS • Mobile coupons CONVERSION • Mobile web • Mobile apps • M-commerce and m-payments LOYALTY • Mobile apps (Earned and Owned) • Mobile email and SMS
Mobile success lies in a harmonious balance between three interdependent spheresThe Marketplace The Audience• Competitor activities • Current customers• Available tactics • Aspirational customers• Market trends • Mobile behaviors Marketplace AudienceThe Brand• Brand goals for mobile• Individual stakeholder The strategic wants and needs Brand imperative for• Assets that can be mobile leveraged
Mobile strategy stems from askingthe right questions for each sphereAudience Analysis Market Analysis Brand Analysis• How do your • What are your • What do you hope to customers use competitors doing? achieve with mobile? mobile? • What tactics are • What types of user• How can mobile help available to you? experiences and them progress • What are the mobile content do you need to through each phase trends in your create? of their journey? particular vertical? • How do they integrate• How can mobile with your overall online cement a closer and offline marketing relationship mix?
Audience analysis: mobile technographics & customer journeysExamining the mobile behaviors of your customersthrough: • Primary research, such as focus groups and customer interviews • Secondary research sourced from 3rd-party providers…enables you to build Mobile Technographics and CustomerJourneys that illustrate how and where you can best engagewith them.
Brand analysis: goals and assetsAssessing your internal mobile-readiness and goals via: • Stakeholder insights • A thorough assessment of your .com environment and content assets…determine how quickly you can move forward and whatyour KPIs should be for each tactic.
Market analysis: goals and assetsGauging the marketplace through: • Competitive analysis • Trend analysis (1st-hand and 3rd-party research) • A review of the mobile tactics at your disposal…determines the table stakes for your mobile strategyand the opportunities to create first-mover advantage.
All brands benefit from a comprehensive strategic approach to mobileExamining the Audience, the Brand, and the Marketplace will yield a set of desirabletactics. Following a standard framework gathering the data and analyzing it will enableyou to assign the proper priority each tactic and help them work together harmoniously.Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Marketing Ecosystem Stakeholder analysis Interviews Competitive analysis Tactical Strategic Strategic Customer Mobile wish list Prioritizatio Roadmap Research Technographic n s Technical and Customer content audits Journeys Project Plan Key Findings Strategy & Roadmap
Question #2 How urgent is your need for mobile strategy? Do you: (Choose all that apply) a) Have significant .com traffic from mobile devices b) Conduct any form of digital advertising c) Have a brick and mortar location d) Struggle with the performance of existing mobile websites, applications, or campaigns e) Want to forge a positive, real-time connection with your customers
Think strategically about tacticsMoving forward with any mobile tactic necessitates acertain amount of custom strategy.However, there are strategic insights that hold true forindividual tactics no matter what vertical you’re in orwhat kind of consumer you’re trying to connect with.Understanding the strategic fundamentals of mobiletactics will speed your path to success.
SMS: what CMOs need to rememberOn Christmas Day 2012 in the United States, more smartphones andtablets were activated than on any other day in history—mobile isnow a tool of the everyday consumer. Yet plain and simple SMS remains the most popular form of digital communication worldwide. For CMOs, SMS is a formidable tool for: • Activating offline media in the Awareness phase – e.g. billboards, print, TV, Radio • Building and strengthening CRM in the Loyalty Phase with offers, alerts, status updates, location based alerts and other forms of real-time communications.
Mobile web: what CMOs needto rememberThe mobile web is the primary and most widely and consistentlyaccessible touch point in the customer journey– to support it, CMOsneed to focus on: • Action-oriented, info-rich smartphone content to support wayfinding and information gathering in the Awareness, Engagement, and Consideration phases • Adjusting .com sites for optimal usability on tablets to support information gathering, content consumption, and purchasing throughout the entire journey
Mobile apps: What CMOs needto rememberIf the mobile web is about getting to know your brand, mobile appsare about having a relationship with it. CMOs are wise to focus onapps to support: • Enhanced shopping and purchasing behaviors in the Conversion phase • Content consumption in the Consideration phase • CRM activities in the Loyalty phase
Mobile advertisingWhile mobile advertising plays many roles throughout the customer journey, itfunctions most effectively in the upper funnel when customers are getting toknow your brand. CMOs are wise to segment out their efforts by focusing on: • Mobile SEM: for direct response, intent-driven purposes such as sales, acquisition, and information capture in the Awareness, Engagement, and Consideration phases • Mobile display, rich media and video: for brand awareness, and experiential campaigns throughout all stages of the customer journey.
SoLoMo: What CMOs need torememberSocially oriented, location-based marketing technologies provide brands withthe opportunity to create the most contextually relevant experience possible.CMOs can leverage this opportunity most effectively throughout the customerjourney by: • Ensuring optimal smartphone and tablet usability of .com content to support traffic from social spaces • Providing locally-optimized web and app content whenever possible • Cultivating a presence on key SoLoMo web and app platforms SO LO MO + +
M-commerce and paymentsThe majority of m-commerce and m-shopping activities take place within thebrowser. To maximize conversions, CMOs should focus their efforts on: • Streamlining the smartphone .com experience to facilitate information gathering and product/brand assessment in the Consideration and Conversion phases. • Eradicating usability barriers that prevent tablet users from shopping and completing purchases successfully in the Consideration and Conversion phases.
QR codesQR and other types of image codes are powerful tools for injecting interactivityinto traditionally static media. When considering QR, CMOs should focus on • Using QR to add a digital layer to offline media such as print, product packaging and out of home to provide users with a real-time conduit for information gathering in the Awareness and Engagement phases. • Ensuring a high quality of content—the post-snap experience should be mobile optimized and contextually relevant to the action oriented state of smartphone users.
Remember: Mobile strategy is anongoing, iterative processMobile strategy will change over time to reflect Brand goals, Audience needsand the ever-evolving Marketplace. You will revisit the process regularly torefine individual tactics and your overall mobile strategy as a whole. Mobile Strategy Process Tactical Execution Audience Mobile Web Marketplace Brand • How do your • What are your • What do you hope to customers use competitors achieve with mobile? Mobile SEO mobile? doing? • What types of user • How can mobile • What tactics are experiences and help them SMS/MMS available to you? content do you need progress through • What are the to create? each phase of mobile trends in • How do they Mobile Apps their journey? your particular integrate with your • How can mobile vertical? overall online and Mobile Ads & SEM cement a closer offline marketing relationship with mix? your brand? Augmented Reality Geo-targeted Marketing Ongoing Iterative Refinement QR Codes Refactoring tactics based on market changes and campaign insights. App Marketing Illustrative Examples
Question #3 What current mobile tactics has your brand put in to action? (Choose all that apply) a) Mobile website b) Mobile applications c) Mobile advertising d) SMS e) Other (please explain)
Q&A Noah Elkin Principal Analyst eMarketer firstname.lastname@example.org @noahelkin Moderator Rachel Pasqua Michael Becker VP, Mobile Managing Director, North America iCrossing, a Hearst Company Mobile Marketing Association email@example.com firstname.lastname@example.org @rachelpasqua @mobiledirect Buy online at http://amzn.to/Tx5jVg
Q&A Full Name Title Company Email Twitter Handle Full Name Title Company Email Moderator Twitter Handle Michael Becker Managing Director, North America Mobile Marketing Association Full Name email@example.com Title @mobiledirect Company Email Twitter Handle
Upcoming Events & Programs• MMA Forum – San Francisco (January 29-30)• MMA Forum – New York (May 8-10) Visit www.mmaglobal.com/events for more details on future events and webinarsPlanning for 2013, contact Michael Becker at firstname.lastname@example.org to get involved
The Book"Nothing gets you closer to your consumer thanmobile. And nothing gets to closer to mobilemarketing perfection than Mobile Marketing: AnHour a Day.‖— Greg Stuart, CEO, Mobile Marketing Association andCo-Author of What Sticks"Elkin and Pasqua expertly detail the mobilelandscape, tactics, and tools available to todaysmobile marketer. This is a must-read." — SaraHoloubek, CEO, Luminary Labs"This book is filled with clear, well thought-outstrategic guidance on all things mobile, with expertperspectives to help customize the strategy on anindividual business (and budget) level.‖ — JoyLiuzzo, President, Wave Collapse More information:"This is now my go-to book for mobile. Not only www.mobileanhouraday.codoes it have the brain trust going for it, but it also mhas the data to back it up.‖ — Rob Garner, author of Buy online:Search and Social: The Definitive Guide to Real-TimeContent Marketing http://amzn.to/Tx5jVg
Thank you! ADDITIONAL RESOURCES • www.icrossing.com • www.mobileanhouraday.co m • www.rachelpasqua.com Sign up for the MMA Search for partners or get listed at the SmartBrief: Mobile Marketing Industry Directory: www.smartbrief.com/m www.mobilemarketingindustrydirectory.co ma m
Thank you! ADDITIONAL RESOURCES Find out more at www.icrossing.com Stay connected at greatfinds.icrossing.com Join the conversation at thecontentlab.icrossing.com Follow us at Twitter.com/icrossing Become a fan at Facebook.com/icrossing Download our decks at Slideshare.net/icrossing